Q5 Opportunities Mobile Game Marketers Can’t Afford to Miss

The article highlights Q5 (late December to early January) as a cost-efficient window for mobile game advertisers, driven by reduced competition as consumer brands wind down holiday ad spend. Key data from 2024 shows Android CPMs for mobile games dropping sharply mid-December to early January, while iOS CPMs softened more gradually. Puzzle game CPMs halved from their December peak, and simulation CPMs briefly rebounded before stabilizing.

CPI trends mirrored CPMs, with both platforms hitting lowest levels during New Year's week, then climbing steadily in January. Casual genres like puzzle and simulation showed sharp cost swings, making them ideal for scaling UA during Q5. Actionable recommendations: 1) Use playables with seasonal rewards (e.g., New Year's challenges) and align with in-game events.

2) Reallocate Q1 budget to early January to capture cheaper installs, especially on Android where CPM declines were steeper. 3) Re-engage churned players from October/November with personalized offers and refreshed creatives, leveraging low costs. The window is short but underleveraged; early action can build momentum for 2026.